IMPACT OF SERVICE QUALITY ON CUSTOMER SATISFACTION IN HOTEL INDUSTRY OF PAKISTAN

Abstract

Purpose- The main objective of this study is to examine the effects of service quality on the satisfaction of customers in hotel industry in Pakistan. This study also examines the reasons that consumers select four star hotels. Methodology/sample- A questionnaire survey was conducted by 3 84 respondents of four star hotel customers. The respondents belong to different age group. To analyze the data some tests like reliability, correlation and regression analysis were applied. A convenience sampling technique of non-probability has been used for this research study. Findings- The findings show that the indirect effects of Tangibility, Reliability and Responsiveness on satisfaction of customer were positive and significant. They also revealed that consumers were aware of four star hotels and their services. As a result, these findings provide the four star hotel industry with helpful guidelines in its dibits to formulate suitable policies to attract more customers Practical Implications- The outcome of the research might help the customers of hotel industry sector to understand the knowledge of hotel industry and services that four star hotels offers and to understand the overall dynamics and mechanism of four star hotel industry in Pakistan.